The Rise & fall of Abercrombie and Fitch
A Journey of Transformation
Abercrombie and Fitch was founded in 1894 by David T. Abercrombie in New York City, Abercrombie and Fitch started as a niche brand specializing in outerwear and outdoor gear. However, it wasn't until The Limited INC acquired the brand in 1988 that it transitioned into a global apparel powerhouse. Under the leadership of CEO Michael Jeffries, Abercrombie experienced exponential growth, reaching its peak between 1999 and 2006 with 1,000 stores worldwide and $4.5 billion in annual sales. The brand's allure lay in its exclusive image, targeting affluent, preppy teens who sought to emulate the "cool" and "good-looking" lifestyle perpetuated by Abercrombie's marketing campaigns.
Jeffries' vision for Abercrombie was both its greatest asset and its Achilles' heel. He meticulously crafted an exclusive brand identity, enforcing strict standards for employees, store aesthetics, and consumer image. Abercrombie's campaigns, characterized by scantily clad models and a club-like atmosphere in stores, created an illusion of exclusivity that resonated with its target demographic. However, this exclusivity came at a cost. Jeffries' discriminatory practices, including limited size ranges and a lack of diversity in marketing, sparked public outrage and a significant backlash. Despite the negative sentiment and declining sales, Jeffries remained steadfast in his commitment to exclusivity, refusing to adapt to changing consumer preferences.
The turning point for Abercrombie came with the appointment of Fran Horowitz as CEO in 2017. Tasked with revamping the brand's image, Horowitz initiated a comprehensive rebranding effort aimed at fostering inclusivity and modernizing Abercrombie's identity. Gone were the days of overt sex appeal and size exclusivity; instead, Abercrombie embraced a more diverse clientele and shifted towards offering neutral wardrobe staples. The company's transformation under Horowitz's leadership marked a new chapter for Abercrombie, one defined by inclusivity, maturity, and resilience in the face of adversity.
I vividly recall Abercrombie and Fitch as the epitome of coolness during my mall outings growing up. As I approached the store, its distinctive beachy facade stood out in the sea of shops, drawing me in with the promise of an exclusive shopping experience. Stepping inside, I was enveloped in dim lighting and the overpowering smell of Abercrombie's signature cologne, creating a certain ambiance . The atmosphere was electric, pulsating with loud music and the chatter of shoppers. For me, Abercrombie clothing meant you were “cool”, I remember begging my mom to purchase the classic Abercrombie shirts with the logo across the bodice. However, as I grew older and became more aware of the brand's controversies, my perception of Abercrombie shifted. While the allure of its flashy exterior remained, I began to question the values it represented and the inclusivity it lacked. This personal journey mirrors Abercrombie's own evolution, reminding me of the importance of growth and adaptation in both fashion and life.
In my young adulthood, I've found myself revisiting Abercrombie and Fitch, with a renewed perspective. The brand's remarkable rebranding efforts have transformed it into something entirely different from my preteen memories. What once felt exclusive and exclusionary now feels inclusive and welcoming. One of the most notable changes is Abercrombie's Curve Love line, which offers extensive inclusivity within their sizing range, catering to a diverse array of body types and shapes. As someone who struggled to find jeans that fit just right in the past, I appreciate Abercrombie's commitment to offering options like extra extra short jeans, which accommodate to my short stature. This newfound inclusivity has made me feel seen and valued as a customer, fostering a sense of connection and loyalty to the brand.
Abercrombie and Fitch's journey from exclusivity to inclusivity is a testament to the power of adaptation and evolution in the ever-changing landscape of fashion retail. While Michael Jeffries' vision propelled the brand to unprecedented heights, it ultimately proved unsustainable in the face of shifting consumer attitudes and values. However, under Fran Horowitz's guidance, Abercrombie has emerged revitalized and reinvigorated, poised to reclaim its status as a fashion industry leader. As consumers, we bear witness to Abercrombie's transformation, applauding its commitment to diversity and inclusivity while recognizing the importance of learning from past mistakes in shaping a brighter future.
